Alice Jewelry: ID + IP product strategic layout, to create the first core competitiveness

In the period of the industry reshuffle, there is a jewelry brand -  Alice, with ID+IP product strategy, together with international designers, deeply plough the road of original design, with a number of "explosive" products in the jewelry industry with minimal differentiation. In today's era, who really has "explosive", who can quickly stand firm in the industry.

01 The change of jewelry industry under the wave of "her era"

According to Euromonitor data, the market size of China's jewelry industry increased year by year from 2010 to 2018. In 2018, the market size of China's jewelry industry was 696.5 billion yuan, which is expected to reach more than 870 billion yuan by 2022.

Among the huge industry users, according to Guotai Junan research report data show that nearly 75% of household consumption decisions are dominated by women, and it is expected that the female market size will reach 4.5 trillion in 2020. In high-end jewelry, the proportion of female consumers far exceeds that of men, and the rising "she economy" has become an important force to promote the continued growth of the jewelry market.

To this end, women's "personalized, casual, independent, emotional" consumption characteristics will promote the innovation of jewelry industry products and services, so as to meet the new consumer demand. Their pursuit of products remains the same, today's jewelry products style, style, technology has become a consumer before the purchase of factors to consider, in the jewelry industry, research and development design is often the core factor, a good product design, even a small product idea, can attract consumers warmly sought after. At present, in order to "capture" more users, major jewelry manufacturers are also trying to improve product design capabilities.

Churchill said: Don't waste a good crisis, every crisis, there are hidden opportunities, the greater the crisis, the greater the opportunity.  Alice jewelry how to outperform the whole market against the trend of growth? Maybe what you see is always what you see. For example, the national flower series, such as popular IP cooperation, people's real core kung fu may have begun a few years ago.

02 Product system, must ID first

In 2011,  Alice Jewelry was officially established in Hong Kong, the brand positioning is: international designer brand, which is also the first international designer brand in China. Because of this positioning, Alice Jewelry attracts hundreds of original jewelry designers from 5 continents around the world, taking national flowers as the theme, the original magnificent and colorful national flower art jewelry, quickly occupied the national flower jewelry blue Ocean market, making it a brand exclusive ID product.

According to Mr. Zheng Chunfeng, CEO of Alice Jewelry, flowers in nature have always been a popular element in jewelry product design, but Alice Alice is the first jewelry brand with the theme of national flowers. Women are like flowers, the national flower witness,  Alice will spread this thousands of years of "spiritual symbol" re-interpretation, the spirit of the national flower into shining jewelry, for every new woman representing "independence, freedom, dare to take risks, the pursuit of true love" to provide matching national flower jewelry.

No woman can resist the charm of flowers,  Alice jewelry choose to "flower" to the extreme, observe 46 kinds of flowers, capture more than 36,000 flowers dynamic samples. The unique product design and production concept is determined, so that the form of each piece of jewelry comes from a once fresh flower life:

First, jewelry modeling is the national flower of each country;

Second, high recognition;

Third, luxury + wedding + gift three major styles;

Fourth, exquisite workmanship, strong presence.

Based on this concept, the joint Chinese and foreign designer team designed the brand's first product, which is also the brand's namesake series - Alice Flower series.

Alice flower, also known as iris flower. In Greek mythology is the goddess of the Rainbow, who is the messenger of gods and earth, representing good news and infinite love. Alice flower is elegant and beautiful, with "bright, pure, elegant, praise" beautiful flower words. It symbolizes the power of the ancient French royal family and is also a totem commonly used by the French royal family. The rich connotation of the story and the beautiful meaning brought by itself make Alice flower become a popular flower.

This series takes the French national flower - Alice flower shape as the creative element, and the target consumer group is positioned for the consumer group between 20 and 50 years old. The products are mainly rings, necklaces and earrings. Prices range from 5,000 to tens of thousands of yuan, and the use of scenes are married lovers, holiday gifts and white-collar workers to reward themselves.

Because the product positioning is accurate, the recognition is high, the national flower concept is clearly conveyed, the product is sold after the launch, and has been a classic best-selling series of  Alice jewelry. The popularity of "Alice flower" has brought confidence to the entire company. Subsequently, the British national flower Windsor Rose series and the Ethiopian national flower calla lily series have been launched, becoming the troika that pulls Alice jewelry forward.

Alice Jewelry always respects and protects intellectual property rights, and resolutely cracks down on all infringements to protect the rights and interests of consumers. At present, Alice Jewelry has national flower trademark protection, product original copyright and appearance patent protection in 46 countries.

03IP makes the explosion have more possibilities

The fashion and luxury industries have traditionally developed products around designers. But consumer demand is changing faster and faster, and the designer-centered product development model is becoming increasingly difficult to cope with the changes in the market.

In order to cope with such challenges,  Alice Jewelry launched the strategy of cooperation with popular IP, launched the same star and cross-border cooperation with the same product, enriched the brand product line at the same time, quickly respond to market demand, short cycle of new products also for consumers to have more choices.

IP product development is based on the research of product strategy, market information, customer feedback, competition information and product portfolio, and then according to the company's understanding of the market, customer positioning and demand analysis, the development of segmentation strategies and plans, integration and optimization of business plans, and then formal project development of products, paying more attention to the market positioning and profitability of products.

 Alice jewelry and the "Galaxy Cram School" launched the "star series" joint model, once listed, sales are hot. Previous cooperation with many films such as "Flying Life", "Monster Hunt" and "Detective Chinatown" has also been widely praised and favored.

With the help of the heat of IP, in-depth analysis of the core of IP spirit, and then perfect display in the form of jewelry, this is the charm of IP cooperation. Based on a set of professional processes, let the explosive products to be accidental. The essence of explosive products, in fact, is such a sentence "your product is exactly what consumers really want", and this test is the core competitiveness of design.

04 explosion of the underlying logic

How to create their own explosive products? After analyzing many brands, some experiences are shared with you

First, market orientation

For the jewelry industry, products are still in a state of blind development. Not analyzing the market, not understanding the market, developing products according to imagination, and trying to win by volume, this is very undesirable. The pursuit of explosive thinking is less but fine, and each should become a head resource.

Second, make the product extreme

Once the explosion appears, it is necessary to 360° to achieve the extreme, while retaining the classic model, further invest in the product, let the product itself become IP, and tap its hot spot to the extreme, you can re-develop tactical products, extended products, and improved products according to strategic products.

Third, product peripheral assistance

Brand strategy is based on explosive products as the core, through a variety of highly recognizable peripheral assistance to make consumers never forget, so that the product media, not only to bring customers a sense of belonging, itself has great communication.

In this day and age, it is almost impossible to succeed by imitating and copying what others have done. To innovate, do differentiation, take different roads, is the fundamental success. For jewelry brands, design is the core driver of the product. Under the trend of consumption upgrading and market expansion, some jewelry enterprises with weak strength, vague brand positioning and lack of product characteristics will face elimination.